Double Departure At NBC’s TODAY Could Shift Morning Show Landscape
While nobody at NBC has said anything–officially–about the prospect of losing not just one co-host of the country’s top rated network morning show, but two, the impact of such moves is being hotly debated. Quickly on the heels of a report that Meredith Vieira may opt not to extend her contract with TODAY when it ends this summer (she signed a one-year extension eight months ago), comes a report that Matt Lauer may also decide to walk away. “Meredith leaving is no problem at all. Matt leaving is something else,” a news business strategist tells the New York Post‘s Claire Atkinson. ” ‘Today’ is a strong habit, but this means that the audience could taste other things.”
A double departure could spell exactly the kind of heaven-sent opportunity ABC’s Good Morning America has been preparing to exploit, with the addition of new correspondents and contributors, and one of the network’s most high profile talents, James Goldston, as senior executive producer, charged by ABC News boss Ben Sherwood with closing the longstanding gap between GMA and TODAY. In an interview with Mediaite earlier this year, Goldston said part of his approach is being ready–in case NBC leaves an opening. “You have to both put on a great show and you have to take advantage of those moments that life gives us.” The sudden departure of morning television’s most established team, in the form of Lauer and Vieira, would be just such an opportunity.
And it’s got advertisers and others wondering where to put their dollars:
Speculation that America’s most popular morning team is nearing an end already has change-averse advertisers feeling skittish, especially as they strategize about where to commit their ad budgets ahead of the TV networks’ annual “upfronts” in May.
“We’re concerned that having two hosts leave at the same time is very jarring. It would be very concerning especially as we’re about to put a lot of money on that show,” said Maureen Bosetti, Optimedia’s chief broadcast buyer.
